An approximated linear programming approach for media resource allocation problem

作     者：Hsieh, Yi-Chih Lee, Pei-Ju You, Peng-Sheng 

作者机构：Department of Industrial Management National Formosa University No. 64 Wunhua Rd Huwei Township Yunlin County632 Taiwan Department of Information Management National Chung Cheng University No. 168 Sec. 1 University Rd Min-Hsiung Township Chiayi County621 Taiwan Department of Business Administration National Chiayi University No. 300 Syuefu Rd Chiayi City60004 Taiwan 

出 版 物：《ICIC Express Letters, Part B: Applications》 (ICIC Express Lett Part B Appl.)

年 卷 期：2016年第7卷第9期

页      面：1945-1950页

核心收录：

主　　题：Linear programming 

摘      要：Currently, media planners have to face the media resource allocation problem (MRAP) such that the effectiveness of advertisements can be maximized. The MRAP includes independent types of media and different segments of advertisements for a given period of time. Subject to budgets and other constraints of advertisements, the media planners have to schedule the appropriate number of media in appropriate segments to achieve the maximal effectiveness of advertisements. In the past, based upon the weapontarget assignment problem, a nonlinear integer programming has been proposed for solving the MRAP. In this paper we show that this nonlinear MRAP can be approximately converted into a linear programming. In the new approach, several new constraints are added to replace the objective function in the MRAP. After replacing the objective function with the new constraints, we can then easily solve the problem. Numerical results show the effectiveness of the proposed new approach. © 2016 ICIC International.